Closing out my series on the YinYang of Customer Experience (CX) is a brief argument that your best form of influence on new and existing customer is your customer experience. Well designed, relevant and executed with decent timing, you exert tremendous influence over the decision-making cycle of your customers.
The issue most enterprise companies have is a CX that’s schizophrenic and fractured; at any time delivering a terrible experience to a great experience at each touch point. The resulting dysfunctional customer experience leads to poor influence (possibly even negative influence) and ultimately a crap shoot for customer business.
So how do we fix this? How do we create an influential experience that drives consistent positive results for the enterprise and the customer?
The biggest challenge to influence within CX is that it is designed tactically, not strategically. We design excellent events, websites, or social experiences in isolation from each other and from other departments tasked with continuing the experience past marketing into sales, service, and support.
Relevancy is Situational
I have written extensively about how situations are the most powerful form of influence that I have been able to recognize. A situation drives urgency and decisions more so than any other form of influence. The more we can identify and align our CX to situations that are affecting customers, the more likely we are to benefit from them.
Just like great comedy, successfully selling something is all about good timing. You have poor timing you risk being too early or late with the punch line and that matters even more than ever now.
So how does timing factor in to influence?
What Are Your Goals?
If your goals are near term sales and that’s it, then continue business as usual. If however, you have an eye to the longer picture and realize that now, more than ever, customers are the key to long term success, then it’s time to take a hard look at the influence power of your CX.
There is no doubt that a good to great CX creates far more customer advocates than a medium to poor experience. And of course customer advocates create more, better customers.
The great thing is the power to influence them has been in your hands all along. All you need to do is start to act upon it. The bonus here is that a good experience is far more likely to create a customer advocate than anything else.
The Socratic End…
I am always left with more questions than answers. Hopefully we can find answers together or at the very least, ask better questions!
You can also read the rest of this Customer Experience and Influence series: